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Promotion is an important factor in the success of an event, whether it's a concert or charity dinner. Promoting a book, club or music group develops customer awareness. That visibility hopefully turns into sales and increased attendance. Starting a promotions company takes a head for business and an outgoing personality as well as attention to detail. Promoting a 10 city tour for a dance company requires advance preparation.

1. Write a list of the industries where you have media, celebrity and insider contacts. Some crossover can expected. For instance, a movie promotions company would have some of same contacts as a talent promotions company. A book promotions company probably wouldn't. Besides movie, talent and book promotions, consider music, club, party and special events promotions.

2. Compile a database of contacts using a computerized program for quickly locating people. Include name, organization, type of person, such as celebrity, newspaper reporter, critic or reviewer. Also include personal information such as how you know the person, when you last contacted her and what you talked about.

3. Research past events in your industry, and who was involved, by reviewing newspapers, online social networking sites such as Myface, Facebook and LinkedIn. Also look at the competing or similar events and who was involved, how successful it was and any relevant details. Events usually have a website or Facebook page.

4. Design and upload a website for your services. Coordinate the design and feel of the site with your industry. A music promoter may have an in-your-face philosophy with bright colors while an event promoter would do better with an upscale look and a muted, sophisticated color scheme. Include contact information with a street address, phone number and email address.

5. Develop additional marketing and promotional materials. You'll need a brochure, stationary and business cards. Consider note cards as well. A handwritten note is unusual these days in the era of text messaging and emails, so you'll stand out.

6. Attend events to get to know the players. Bring business cards with you and introduce yourself. Business development is important in any business but especially in the promotions industry. Rather than talking only about your business, keep the conversation focused on the other person and how you might be able to assist him. That gives you a reason to follow up the next day.

7. Join industry-related organizations and associations and also consider those outside your industry.

8. Consider working at severely discounted rates until you have a few clients under your belt. Make sure the client knows these are discounted rates. You don't want a new client to call an old client and find out you're charging her three times as much. Another method is to work for another promotions company for a year or two before starting your own. You'll be able to say you promoted those clients even if it wasn't under your own company name.

Tip

Consider promoting a charity event as your first client. They'll appreciate the work.

Warning

If you decide to work for a promotions company before starting your own, don't steal its clients.

About the Author

Katie Jensen's first book was published in 2000. Since then she has written additional books as well as screenplays, website content and e-books. Rosehill holds a Master of Business Administration from Arizona State University. Her articles specialize in business and personal finance. Her passion includes cooking, eating and writing about food.